I joined Cole Gordon's mastermind AGAIN (here's what I learned so far)

Foreign.

It's going to be a lot about sales, Sales management, leadership, obviously. But there was. Oh, Cole's gonna expand on those three levers though. Marketing, sales ops, and sales. So he's been beating the sales room part. Yeah, Sales ops here at large. Yeah. Because he's like, show up, rates are bad. Again, a new scene. Quality. He talks about quality. Yeah, it's us. Yeah, yeah.

So creating baseline. But you guys already know. You wouldn't be in this room if you didn't already know the importance of validating your offer and your sales process before building the sales team. Well, I just want to explain, like the underlying thought process behind this. And you see how it relates to the. Very well teaching is. It's key that before you start aggressively building the team, or building the team at all for that matter, you really need to have 10 textbook calls.

Right.

That the closer or the sales team can go through or the setters can go through.

Okay.

The key word is textbook. Like, it's not ten calls of you being a genius and disclosing somebody in 20 minutes. It's 10 calls of, like you executing the process perfect. Okay, so this sets baseline. So a good thing to know about your sales reps and really anybody on your team. It's just that sales is. So this is the benefit of treating sales. Not that it's easy, but this is a core benefit, is that you just learn completely through model. But with sales, it's just so easy to have a perfect. Have 10 textbook calls. And then it's like, look at this. Do this. Copy this. Like, it sets the baseline. Do you see what I'm saying? And so over time, things drift away from baseline. Like, you guys know this. You do calls and you're like, why the hell are you doing that? Like, where are you doing that?

Why?

Close.

So and so weird. No, it doesn't work like, yo, that I already told you what to do. Go back to what you're supposed to do. So this is a technique. I guess you could say I did this in a man. It just is so. It is so powerful. It's so simple. Is just once a quarter to 2 to 5 off the sales reps calendar. And his textbook crushed the quality. And then with those. That was sales team review material for the next 2, 3, 4, 5 weeks after writing this 80% increase in the.

Performance of the team.

80%. This is a big part of it. But you know, why does this work? Well, reset baseline. And reset can be an example of what great looks like and what they should be doing. It shows them a ton of conviction. You as the founder, you get so much respect from them because of like, fuck, like after doing so many other stuff, he started closing the process. But the team gets pumped and you're like, it really helps you see, does the marketing need to change?

Would it help if I did this? Does it help if I did that?

It's just so good to see captain. I mean, I've been doing this, you know, years and years and years. I wish I would have known, like, if I would have done this once a quarter with the teams, I mean, our result, I would have made millions of more dollars just from two calls. Like I could do calls of work. Like, say, you know, once you're out of sales management, I mean, the last thing you want to do is to take a call. I mean, that's just. You don't.

And I don't like sales calls.

I don't even want to. Because you're just waiting. This other shit you doing, like, I don't want to do it. This person's implementing beliefs. There is a really deep element of what I'm going to talk about that's very personal development, self development related as an undercurring theme. However, what I implore all of you to do is recognize that any limits that you have in your company are limits on you as a leader almost every single time. So I invite you to have that as a frame. As I'm talking of like, man, like, where do I need to step up as a business owner, as a business leader? And all of you kind of like take those lessons into yourself because it's going to be more team focused. Most of you in this room, the biggest bottleneck that you haven't figured out yet is how do I create leaders within my company that are an 8 or 9 out of 10? Because if you did, you'd be doing multiple millions a month. It's almost inevitable. So that's what we're going to be talking about and really codifying how we can create better leaders in and of ourselves and also create better leaders in our company. This is the equation that I have created. I'm going to talk about this a lot. This is why I have systems and equations for things that allow you to repeat it. It allows you to train people within your own company. But all actions, any action that's taken, stems from a belief system that's held in the brain. And that belief system was created by an experience that you had. So a little kid touches a hot stove, he gets hurt. He believes touching Things that are hot hurts him. He no longer touches hot things. All actions for your employees, good or bad, stem from a belief system that they hold, good or bad. That stems from an experience that most likely a past leader, a parent, or you as a leader gave them. So like I said, I'm not going to link this to self development training, but this equation was allowed me to level up as a leader. That's very brick and I would say very exceptional. To tell a story about this, I was thinking about as Cole was talking about with our stem cell company, regenerative medicine company. We partnered with them in February of last year. They were at about $50,000 a month. Really quickly, the company scaled to about 300,000amonth over three, four months. And there was a leader in place that was there, and we decided to part ways with that leader. And I checked back up with the team, and when I turned over the team, I realized really quickly after the first week of sales meetings that this is a 90% culture issue within this company. And it's a 10% sales issue. It's 90% culture, 10% sales. If I were to come into most of your companies and watch a sales meeting or a CSM meeting or an operations meeting, I'd be like, 80% of your issues are company culture. 20% are skill set. Skill set is so easy to teach. You can teach somebody to do anything, almost any kind. But culture, really hard to build.

All right, cool.

We'll wrap up there. Appreciate you all. For me, I think that they changed it up from like last event and.

Now they're going like more like tactical sales management. Sales. Yeah. Yeah.

Last time I felt like a lot of high level marketing stuff, like the stages stuff like, didn't resonate with me at all.

But this one was like, okay, this is the right moment.

Was boring.

Yeah. Really good.

Yeah.

First night, everyone went pretty hard. Drinks and cigars and we stayed up pretty late. One person didn't make it this day too. From the uk. From the uk. Yes. It was so fun, dude. I can't wait to have the one here in Arizona. Yeah. Which guys do you get to speak this from? I have Cole coming. Who else do we have? David Dream, Sam Ovens, former sales manager, and then Clark Kegley. So it's going to be YouTube ads. YouTube organic. And then sales focused, which is basically the model we're basically teaching. And I want to keep evolving and teaching more because it's like that's what we're doing.

Right.

Jeremiah's help with the content on YouTube that's the main platform we're focused on combined with YouTube ads. Our best clients come from YouTube organic. So it's like just fueling that ecosystem and then obviously just clearly getting better at sales like we've been talking about.

Yeah.

Can I get your information? 100. What's the niche? Women, business, arts. Oh, beautiful. Yeah, we have something called Women rocking business. Women rocking business. You can look me up on YouTube. I love that. So you do have a YouTuber? I do. Okay. I'm on there. It's just my team's just throwing stuff up. I'm very intentional. Yeah, yeah, yeah. Well, most of our clients, they don't really have a big YouTube following.

Right.

They just have a good offer, solid team. So the fact that you just have a YouTube channel and it has something is even good enough. Here's my mobile. Like Roland Frazier, I think his partner Ryan Dice is speaking just now. Client of ours for a long time. Yeah, we helped him and Ryan and digital marketer scale for YouTube ads. So cool. Yeah, very cool. Nice to meet you. You said your name was Sage. Sage. Sage. Okay. Beautiful. Awesome. Sounds good.

Very, very simple. This is. This should be about five minutes per person. This exercise takes an hour. But every single time, this exit is proof that people participate to be the best one of the event, in my opinion. Everybody clear on the rules? Yeah.

Let's get some music going. 80s ads for the client. We launch the ads for the client, they start generating leads and calls.

Right.

Then we coach them on how to manage, optimize it and sell, scale it themselves. So basically we're giving them the speed of the agency, but then we're giving them the long term benefits of the coaching.

Right.

And the problem we ran into was we were selling it for a little bit higher of a price point than what the market actually could afford for the majority.

Right.

The close rate in January was horrific. It was like 14%. That was with me on the phones as well. And you got to realize if someone's doing 20k to 50k a month, literally their business is they can't afford us plus ads, let alone their payroll.

Right.

So we just changed it to 15k. Close rate in February was 33%. So we doubled. Close rate hit a record month last month as well in terms of this new offer. And that's not including like agency or anything. So that's all back in.

Right.

But the biggest problem is we have a closer right now is doing really well, just great at closing, but there's no playbook. I can't Duplicate him. He's the golden boy. But he's also doing his own thing. And we know it's temporary. It's only a matter of time before he leaves. We've agreed upon that.

Right.

So I need to build a playbook asap. My biggest. My biggest problem is. Okay, well, with him leaving and sort of being part time right now anyways, wouldn't it make sense for me to I guess, get back on the phones again and validate it while building the playbook out with him still part time closing. And Igor is just like, well, probably not, man. Like you're a founder. Like you're kind of the brand right now. You probably can get away with just hiring a closer who's maybe as good as him and just kind of ramping them up that way. I guess my question would be, what do you guys think about that idea? Because I'm still like, okay, well, I can still get on the phones and close if I need to. And I don't mind doing it. Would I want to do it? Probably not, but I'll do it.

Right.

I went through something similar with the whole thing and I literally went in and I validated the sales process. So I spoke to it.

Yeah.

So like creating that video campaign for the ramp, for the on ramp. It'd be great if they saw a few videos of you doing it the way you want it done. Because that's literally what I'm doing is I build out the whole ten mock calls. My. My best guy, my. My golden boy. He's in my image, literally. So his calls and my calls are very similar. So we'll have a mix of boy. But if you don't have that boy.

Yeah.

Or the one that you have doesn't represent the way you want other people to sell.

Yeah.

Then you should probably record yourself in the context of. Of those phones.

Okay.

Unfortunate. Cuz my guy is doing it the.

Way I'm doing it.

He's not off doing his own job, but if he was, the training video would only be me.

Yeah.

So maybe. Maybe you should take his phones.

Yeah. How's it going, man?

Good, I think. Do you do YouTube ads? Is that you're gig?

Yeah, yeah, yeah, yeah.

We've been talking.

How's it going?

Brian, operate owner here.

You think? Nice to meet you.

We've been all Facebook ads right now.

Okay.

And we want to expand our Facebook ads. Agency doesn't do YouTube. They say they don't really want to get in.

Who's the agency?

She's small. She sell. She does Some. A few big people. So basically we got three offers.

Okay.

Right now we're running BSL to book a call.

Nice.

For two of them.

Okay.

And we want to expand to all three.

Sick.

But we're interested in, you know, hearing what you do.

Yeah. What's the one that's working the best on Facebook right now? The biz opiz up. Yeah, that makes sense. Just more scalable, mass market. Yeah. YouTube ads. I mean, how much you guys spending on Facebook? 660amonth. A month. Oh yeah, easy. All you got to do. I give you the steps right now. All you got to do is get on YouTube with some simple remarketing campaigns to Facebook audiences. They are already running traffic to simple creatives. Two to three minutes long. Nothing crazy. You're the face, right? Yeah. Simple dude, you can do on your iPhone. Best clients that we have, they just rip. Rip ads on their iPhone. Nothing crazy. And again with biz op, I found actually iPhone videos that are real, raw and genuine. Actually outperform. Yeah. Especially for the market you're targeting. I'm assuming they're not like 18 to 24 year olds, right?

Exactly.

They're usually all in their 20s. Exactly.

Right.

So they're going to be not as attracted to the hype TikTok style marketing. They want the genuine. They want someone to just talk to them like it's. It's real.

Right.

And that's where the market's shifting. I found too. So yeah, with YouTube ads, I mean, pretty simple. You don't have an in house media buyer then for YouTube?

No.

Okay. Yeah. Well, that would be the hybrid offer we would give you guys. Then it's done for you. Done with you. So we create all the ads for you.

Right.

Obviously we'd write the scripts for you, coach on how to film the ads, edit all the videos as well, and then set up all your campaigns targeting. You're tracking your conversions like one of our. So we build you the system, right. Give you the campaigns, launch them, you start getting the leads and the calls and then we start slowly taking off ourselves, driving and handing it to you.

Right.

Now, depending on who you want that to be, it could be you could be you could be someone on your team, or we could obviously continue managing it for you as an agency as well. So it's kind of like a theater to our agency. Yeah, we. Yeah, yeah, we. We could. We could obviously hire someone and train.

Someone that we have in mind.

Yeah, well, here's what we would do. Right. Because we have that all the time client you know, clients are like, well, maybe there's this person that can do it.

Right.

We take them through the course content. We're learning as they go.

Right.

And then depending on if they can actually step up to the plate and do it, we just hand it off to them. If you don't feel comfortable, then obviously YouTube ads. Yeah, yeah.

Are they.

I've heard that they're.

The compliancy stuff with meta is like really tight.

Stricter than.

But on YouTube.

I heard it's not still. It's. Yeah, it's a lot less strict still for biz op. It's. It's. Yeah. I mean it's the same as anything else but with YouTube it's just a better quality lead and buyer. Yeah.

Because they're more immersed.

Yeah, they're more immersed. People go to YouTube to learn or to be entertained. So like with YouTube ads, if you're spending 60k a month on Facebook, you're going to have a huge easy time scaling on YouTube.

And we're starting to scale this YouTube channel too because we're doing.

I just, I just started getting serious on YouTube.

We've added like almost like 2700 follow.

Our subs the past like two weeks. Like one video a week.

So two a week.

Nice long form. Wow. Yeah. So the first campaigns we would, we would get you guys is remarketing to Facebook traffic, remarketing to your YouTube audiences which would be pretty small. But then we could create actual like you know, similar based audiences based off those YouTube audiences.

YouTube audience side is like 50k55.

Okay, beautiful. And then you'd have similar audiences off those viewers and everything too. Then just with biz op you just go mass market. Right. So custom intent audiences around, make money online, how to quit my 9 to 5, how to start a passive side hustle, things like that.

Right?

Exactly. Yeah, yeah. People that are looking up how to make additional income.

Right.

And. And you know, maybe specific sub niches as well like nurses and things like that too. So yeah. Pretty simple setup. Yeah. About to for sure.

Yeah.

I'll add you on Instagram if that's cool.

Foreign.

Takeaways from today personally was again the reminder of the actions create the belief and then the belief creates the experience. And what that means is basically as a leader, right. We're always supposed to be developing, mentoring and leading our team.

Right.

Coaching them, mentoring them, helping them achieve a personal growth that they can experience anywhere else. And so, you know, one of the biggest realizations I had today was simply hearing Brian talk about how he's had to realize some of his beliefs that have been creating actions that maybe aren't healthy for him. So, you know, he was sharing a story on stage about how he would always have to be very strict, very stern, very intense with his team, right? Because that's what he thought was success. Because he always was mentored by people that were very intense, very strict, very, you know, direct. And so what happened was people would, you know, they would show up to the meetings fearful, maybe scared, and they wouldn't actually go deep with him, and they would churn. And so one of the things I was realizing is like, you know, what are the beliefs that I still have about maybe sales or just leadership that I haven't been embodying enough that I can help my team with, especially when it comes to their next level of growth? Because at the end of the day, right, there's times where us as business owners, and I'm sure you watching this, can relate to this if you have a business is you get selfish, right? You start thinking selfishly, and you always think about me, me, me versus we, we, we, right? And so one of the things that we had to, you know, remind ourselves of, which Brian reminded me of today, is, you know, you got to make sure that you are having every single, single interaction with your team, and it's leaving them with a positive experience. You're actually helping them, you know, see the bigger picture for them in your vehicle because that's why they came to work with you, how they can achieve their goals with your vision and achieve their vision and your vision. And so it kind of sounds very like baseline, like surface level. But the reality is, is that's the stuff that actually moves the needle forward, right? Being able to pour into your team on a one on one basis and actually show them that you're helping them grow by just going deeper than the surface level. How's it going, man? What's on your mind? Like, personally, I've been doing that too often with my team and I need to check myself as the leader and also say, yo, like, what's really going on? Like, you know, how do you feel like you're progressing in your life? Like, what are you struggling with? What can I help you with? And also making sure that me as a leader, I'm actually growing as well. So that's a big one. The other one, though, on a more tactical side, on ramp sales playbook. So this one was a huge one simply because, you know, we have a new offer, obviously, non ramp playbook for new Sales reps, Right. And so one thing that I'm going to be doing personally as a leader is actually building that playbook out for the company. The reason why is because ultimately, right, like it doesn't matter if we have someone who's, you know, really good at closing as well, but if there's no playbook for them to model, right, someone could be modeling someone that's obviously really good. But ultimately it's not how the playbook should be ran based off of them and their skillset and their attitude.

Right?

Because you can have someone who's really good at sales, but it's, you know, they're just doing whatever it takes to close the deal. And that can be good only to a certain point. And so I'm going to be creating an on ramp sales playbook with a catalog of close win sales calls, you know, actual product, you know, reviews and demonstrations of how the product actually works, as well as customer testimonials, case studies for specific niches that we can help, and testimonials that they can actually watch. So when a new closer or setter comes in, they just immediately get introduced to this on ramp playbook and get ramped up to speed within the first week of how the product works and what to talk about in terms of specifics to potential clients when they're on the sales calls, which will help them ramp up the KPI faster. So that was a big one. And then last but not least, one of the biggest issues we've been running into recently that know, Charlie was talking about today and he might talk about later, is we have all of our clients in one community, which I personally see the vision of and I love because it creates one community, one focus, and everyone's in one big thing versus a bunch of different things, less complexity. And I was asking the table I was at, what do you guys think about this? Because we have, you know, agency clients in there, we have hybrid clients in there, we have Mastermind clients all in one group. And they're asking us, hey, can I attend to these events? Because we have two in person events per year. You guys saw we had the banger New Year's Eve, Miami Mastermind celebration. That was sick. Yacht party, the whole shebang. We have another one coming up here in May in Arizona. Our next Mastermind, even better, but more intimate. And we have clients asking us, can I go?

Right?

Am I allowed to attend these events? And so I asked them their opinion and they said, hybrid client, 16 week, if you want to go, you got to upgrade early so use it as an incentive to help them to upgrade early and go to the event. Meaning that, okay, you want to come to the event in May, Great. Not only do you obviously continue paying your payment plan, but now let's start paying for the next thing as well. So that way you can pay the next ascension to get to actually attend the event. But that was very smart and it allowed me to see the path to not sell tickets individually to get people to go because I do want to make it more exclusive. I do want it to be members only. I don't want just anybody who's anybody to go because the last thing that I want is someone to be at my event or our events. And then they're sitting next to someone who's just a sitting. They're sitting next to someone who's just attending and a guest and they're talking to them. How long have you been in the Mastermind? And they're like, oh man, I'm just seeing if this is going to be a fit for me. And then you paying us the money, you're going to be paying us to join and experience this. You're like, hell, I paid for this and this guy just got to sit in.

Right?

Just doesn't make sense. And so I don't want to create that type of experience. I want people to be there because they are all in for the entire year. And so the offer that's been crushing for us is the hybrid offer. We've been selling that, scaling that to cold traffic. We don't have an on ramp playbook for new sales reps.

Right.

And so one thing that I'm going to be doing personally as a leader is actually building that playbook out for the company. The reason why is because ultimately, right, like it doesn't matter if we have someone who's, you know, really good at closing as well, but if there's no playbook for them to model, right, Someone could be modeling someone that's obviously really good. But ultimately it's not how the playbook should be ran based off of them and their skill set and their attitude.

Right?

You can have someone who's really good at sales, but it's, you know, they're just doing whatever it takes to close the deal. And that can be good only to a certain point.

Point.

And so I'm going to be creating an on ramp sales playbook with a catalog of closed close win sales calls, you know, actual product, you know, reviews and demonstrations of how the product actually works as well as customer testimonials. Case studies for specific niches that we can help. And we're going to use that to upgrade people early so they can attend the events if they want to. And obviously, you know, enjoy the in person experience, too. So those are my big takeaways. And that's just for day one, too.